YouTube reaffirmed its position as the new TV in the Philippines. It has achieved this by driving national reach and deep engagement in provincial regions and areas outside Metro Manila. This was shared during the recently held YouTube Works Awards 2025 for both the Philippines and Southeast Asia.
A 2025 survey by Kantar shows that 88% of Filipinos in rural Visayas and Mindanao watch YouTube content daily. Moreover, data shows that 90% of Filipino viewers say YouTube has the most trusted creators and content, surpassing the 77% average across Facebook, Instagram, and TikTok.
More advertisers have turned to YouTube to effectively reach and engage their consumers, netting a higher return on investment in their campaigns. Another study commissioned by Nielsen found that YouTube is the most effective media channel for advertising.
Celebrating Marketing Excellence at the YouTube Works Awards Philippines 2025
YouTube honored the best of the best in the field at the YouTube Works Awards 2025 with a selected distinguished panel of industry experts. The winning campaigns showcased a new creative playbook based on multi-format storytelling, authentic brand-creator collaboration, and a full-funnel approach.
They exemplify how brands connected with audiences, drove results on the platform, and leveraged YouTube’s unique ecosystem to achieve business results.
Here are the winners at the YouTube Works Awards Philippines:
- Best of the Philippines – Grab: Summer
- Multiformat Storytelling – Grab: Summer
- Master of Media – GSafeTayo: Entertainingly Serious
- Best of Festive – Nido 3+: Love Is Not a Word, It’s an Act
Moreover, this year’s awards recognized the industry’s best ad agencies. These were:
- Media Agency of the Year: Openmind
- Creative Agency of the Year: GIGIL
- Specialty Agency of the Year: Nerve
GCash Makes Southeast Asia History
A historic win went to GCash, the first-ever brand from the Philippines to win at the Southeast Asian stage of the YouTube Works Awards. With their GSafeTayo: Entertainingly Serious campaign, they effectively communicated a serious advocacy through the lens of humor, which helped land an important message of cybersecurity and vigilance.
“We’ve always known that to combat the very serious threat of cybercrime, we needed a creative approach that would truly resonate with Filipinos. By using humor and relatability on YouTube, a platform that would enable us to reach so many Filipinos, we were able to turn a critical message about cybersecurity into something memorable and impactful.”
Neil Trinidad, GCash Chief Marketing Officer
Meanwhile, here’s the full list of winners from YouTube Works Awards Southeast Asia:
- Grand Prix – Duchie Yogurt (Thailand): Fight For Thais’ Gut
- The Big Bang – Lifebuoy (Indonesia): Lifebuoy: #KetempelanDingin
- Brands & Creators – Honda BeAT (Indonesia): Beat the Streamers World
- Best of Festive – Netflix (Thailand): Songkran Thai Splash
Just as in the Philippines YouTube Works Awards, YouTube also recognized the best ad agencies in Southeast Asia. These are:
- Media Agency of the Year: Mindshare (Indonesia)
- Creative Agency of the Year: Ogilvy Group Thailand
- Specialty Agency of the Year: Little Red Ants Vietnam
Ram found his love and appreciation for writing in 2015 having started in the gaming and esports sphere for GG Network. He would then transition to focus more on the world of tech which has also began his journey into learning more about this world. That said though, he still has the mentality of "as long as it works" for his personal gadgets.
